Retail Marketing

Opening a retail establishment isn't what it used to be. You could put up a few shelves, write a menu for a restaurant or simply sign a lease and see what happens. It's a lot more competitive these days and retail is as much about concepting and entertainment as it is about selling goods.

There are many customer touchpoints. They include:

• Psychographics and behaviors: beyond demographics, it's essential to have a complete understanding of how and what your customer thinks and how they behave in relation to your product or service. You have to get into their heads to see why they'll make a purchase (again and again).
• Multi-channel: think about how a shopper interacts with your company, from the retail experience online, through the mail, in store and on the phone.
• Store design: from the exterior to the interior, the impact of a 3-dimensional, tangible space has a powerful impact on the customer's desire to purchase and return. And let's not forget merchandising.
• Customer service: this is where the emotional connection is made; the experience should be unique, engaging, informative and helpful; not sell-y. This alone can lead to repeat business, recommendations and referrals.

To help you with your retail plans, we bring you these resources.